• by Ray Schultz , July 24, 2024

Recommendation platform Taboola has debuted an AI-powered technology designed to help publishers drive more traffic.  

The new offering, called Taboola for Audience, combines AI-powered personalization capabilities in a unified audience development platform, the company says. It provides access to Android OEM relationships, news aggregators, personalized notifications and means of reaching users.  

Taboola for Audience also supports reader experience personalization that allows teams to combine editorial voice and AI across their sites. And, it provides audience insights for both the editorial and commercial sides, the company says. 

The tool derives insights form Taboola’s nearly 600 million daily active users, and distribution including across the top mobile device manufacturers in the world. 

“Publishers are facing a new era in which sudden decisions by Big Tech and changes in consumer behavior are making it harder to survive,” says Adam Singolda, CEO at Taboola.  

Singolda explains: “Industry giants like Google are changing rules for search, making it harder for publishers to surface content through organic rankings while adding another barrier for site traffic, in the form of Generative AI search. Social platforms like Meta have closed dedicated ‘news’ portals from their apps.”

Taboola is being used by a range of publishers and advertising clients.  

“There’s no 'one size fits all' approach to audience engagement, and Taboola’s ability to power key areas of our homepage, recirculation from within articles, and other sections of our site, their huge amounts of readership data that provide actionable insights, and their valued partnership in working side-by-side with our own editorial team are the unique building blocks in our shared success,” says Christian Broughton, CEO, The Independent. 

“With Taboola, we have been able to take a truly reader-first approach to personalize our sites, delivering more of what resonates with readers and thereby increasing engagement,” says Mike Braun, senior managing vice president and chief digital officer at Gray Media.